1 marketing: a power tool for product sustainability hilda kriel and monica hammes navigating the...
TRANSCRIPT
1
Marketing: A Power Tool for Marketing: A Power Tool for Product SustainabilityProduct Sustainability
Hilda Kriel and Monica Hammes
Navigating the Digital Landscape: Strategies and Usage
28 October 2003
Stellenbosch
© University of PretoriaAca
dem
ic Info
rmati
on S
erv
ice
2
We want unrestricted access to everything
and please don’t bother us with the
details.
3
We have to provide for the diverse needs of all
our members.
4
Sorry, you know the limitations - this is not the
first world!
5
Unfortunately we cannot change our pricing model.
Without our previous income levels we will be
bankrupt in no time.
6
Money is scarce. The bottom line is a
good return on investment. You are accountable.
Full stop.
Frustration netFrustration net
© University of Pretoria
LibraryLibrary
Authors
Sponsors
Technologists
PublishersVendors
End users
Consortium
Aca
dem
ic Info
rmati
on S
erv
ice
8
Why ScienceDirect?Why ScienceDirect?
Most expensive information product
Pricing model
Not fully utilized
Cost per article too high
© University of Pretoria
Aca
dem
ic Info
rmati
on S
erv
ice
9© University of Pretoria
Macro
Market
Micro
1
2 3
49. Evaluation
8. Critical issues
7. Marketing Programmes
6. Market Segmentation
5.Marketing Strategy
4. Marketing Goals
3. Market Analysis
2. Product Introduction 1. Executive
Summary
Aca
dem
ic Info
rmati
on S
erv
iceMarketing planMarketing plan
10
Market environment - MacroMarket environment - Macro
Dynamics of the knowledge/ information society
Investment in campus IT
Emphasis on research and scolarship
© University of PretoriaAca
dem
ic Info
rmati
on S
erv
ice
11
22470 undergraduates
9700 post-graduates
1620 academic staff members
Aca
dem
ic Info
rmati
on S
erv
ice
Market environment - MarketMarket environment - Market
12
Market environment - MicroMarket environment - MicroProduct features Client benefits1500 peer reviewed journals Quality information
24x7
Off campus passwords
Robust
Reliable access on and off campus all hours
Time saving
Alerts Less information overload
CrossRef and other linking
Other products on same platform
Integrated system
Save training time
Browsing/Searching
HTML/PDF
Personalisation
Options for preferences
Author gateways
Publishing guidelines
Citation information
Publishing possibilities
Effective dissemination of own work
Citation information
Peer recognition
© University of PretoriaAca
dem
ic Info
rmati
on S
erv
ice
13
Aca
dem
ic Info
rmati
on S
erv
ice
Situation / Opportunity analysisSituation / Opportunity analysis
S AIS is an important role player in the UP e-University initiative
W ScienceDirect e-only option not neces-sarily in accordance with client preference
OUP currently leading SA universities in research output. Aim to become leader in per capita research output
T Price of product leads to inaffordability
© University of Pretoria
14© University of Pretoria
9. Evaluation
8. Critical issues
1
2 3
4
7. Marketing Programmes
6. Market Segmentation
5.Marketing Strategy
4. Marketing Goals Macro
Market
Micro3. Market Analysis
2. Product Introduction 1. Executive
Summary
Aca
dem
ic Info
rmati
on S
erv
iceMarketing planMarketing plan
15
GoalsGoals
Quantitative
To increase usage by 50%
Lower cost/article to R25
Qualitative
Optimise all features
Create publishing opportunities for
[young] researchers
© University of PretoriaAca
dem
ic Info
rmati
on S
erv
ice
16© University of Pretoria
9. Evaluation
8. Critical issues
1
2 3
4
7. Marketing Programmes
6. Market Segmentation
5.Marketing Strategy
4. Marketing Goals Macro
Market
Micro3. Market Analysis
2. Product Introduction 1. Executive
Summary
Aca
dem
ic Info
rmati
on S
erv
iceMarketing planMarketing plan
17
StrategyStrategy
To continue with our well establishedgeneral marketing initiative via general training, web interfaces, training brochures, posters, news-letters and e-mail messages
To concentrate on four identified niche markets to take our marketing and ScienceDirect usage to a higher
level
© University of PretoriaAca
dem
ic Info
rmati
on S
erv
ice
18
SD titles individually linked
19
20
21
Links to individual SD articles
22
SD journals
23© University of Pretoria
Macro
Market
Micro
1
2 3
49. Evaluation
8. Critical issues
7. Marketing Programmes
6. Market Segmentation
5.Marketing Strategy
4. Marketing Goals
3. Market Analysis
2. Product Introduction 1. Executive
Summary
Aca
dem
ic Info
rmati
on S
erv
iceMarketing planMarketing plan
24
Market segmentationMarket segmentation
1 1st year students in 3 faculties
• NSE 879*
• VET 23
• EBIT 1183
2 Staff with preference for paper journals
• All faculties: 800
3 Post-grads and young researchers
• All faculties: 9700
4 Innovation managers/ teaching consultants
• All faculties: 22
© University of PretoriaAca
dem
ic Info
rmati
on S
erv
ice
E-only generation
Paper lovers
Pyramid climbers
25© University of Pretoria
Macro
Market
Micro
9. Evaluation
8. Critical issues
1
2 3
4
7. Marketing Programmes
6. Market Segmentation
5.Marketing Strategy
4. Marketing Goals
3. Market Analysis
2. Product Introduction 1. Executive
Summary
Aca
dem
ic Info
rmati
on S
erv
iceMarketing planMarketing plan
26© University of PretoriaA
cadem
ic Info
rmati
on S
erv
iceMarketing mixMarketing mix
Marketing mix is a collective term for a set of controllable marketing variables that the organisation can use to satisfy client needs
7 P’s product, price, promotion, people, physical evidence, processes, place
4 C’s cost, convenience, communication, choice
27Aca
dem
ic Info
rmati
on S
erv
ice
Target Group 2 : The paper loversTarget Group 2 : The paper lovers
Description
Mindset
Value proposition
Our Aim
We offer Convenience
Academic staff who prefer journals in dead-tree format
Established work habits and preferences, influential
24/7, everywhere, easier, faster, relevant information, personal-ised , easy to share and printable (PDF)Customer development and retention Generate repeat usage
© University of Pretoria
28
Aca
dem
ic Info
rmati
on S
erv
ice
Marketing mix – Programme 2Marketing mix – Programme 2Product/Service Alerts (TOC and subjects), additional
content, browsing, customisation, pre-prints
Price Competing for Information Resources budget share, forfeit paradigm
Place / Channel Web
Promotion Personal training sessions, campus news, newsletters, listservs, brochures, meetings, teasers, e-mail, word of mouth
People Information specialists, faculty innovators
Physical Evidence
Paper printouts
Processes Work station configuration, integration with other information sources
© University of Pretoria
29
Marketing programmes: ProductMarketing programmes: Product
E-only generation Searching, articles immediately available, logical place to start, combine with Scirus
Paper lovers Alerts, (TOC and subjects), additional content, browsing, customisation, PDF, pre-prints
Pyramid climbers Alerts, Citations, author gateway, searching, pre-prints, SD subject specific portals, 24/7
Innovation managers and teaching consultants
Modern features, tool to drive innovation
© University of PretoriaAca
dem
ic Info
rmati
on S
erv
ice
30
Marketing programmes: PromotionMarketing programmes: Promotion
E-only generation
Group training, bags, screen savers, SD splash, word of mouth, posters, SMS messages, self help training programme, lecturers, tutors, information packages in coursework
Paper lovers Personal training sessions, campus news, SD splash, brochures, departmental meetings, e-mail, listservs
Pyramid climbers
Training workshop for authors, posters, e-mail, listservs, COP’s, UPeTD (e-theses), word of mouth, library web and portal
Innovation managers and teaching consultants
Personal contact, campus news, listservs, e-mail, teasers, newsletters
© University of PretoriaAca
dem
ic Info
rmati
on S
erv
ice
31
Marketing programmes:Marketing programmes:Value propositionValue proposition
E-only generation
Paper lovers
Pyramid climbers
Innovation managers and teaching consultants
© University of PretoriaAca
dem
ic Info
rmati
on S
erv
ice
Empowerment
Convenience
Recognition
Innovation
32© University of Pretoria
Macro
Market
Micro
1
2 3
49. Evaluation
8. Critical issues
7. Marketing Programmes
6. Market Segmentation
5.Marketing Strategy
4. Marketing Goals
3. Market Analysis
2. Product Introduction 1. Executive
Summary
Aca
dem
ic Info
rmati
on S
erv
iceMarketing planMarketing plan
33
Critical success factorsCritical success factors
Adequacy of IT Infrastructure on campus and at home
Degree to which the product can add value to the clients’ work processes
Integration with other information products to produce a complete information experience
Support from Elsevier
Training of our own staff to specifically deal with these situations
© University of PretoriaAca
dem
ic Info
rmati
on S
erv
ice
34© University of Pretoria
Macro
Market
Micro
1
2 3
49. Evaluation
8. Critical issues
7. Marketing Programmes
6. Market Segmentation
5.Marketing Strategy
4. Marketing Goals
3. Market Analysis
2. Product Introduction 1. Executive
Summary
Aca
dem
ic Info
rmati
on S
erv
iceMarketing planMarketing plan
35
EvaluationEvaluation
Monthly statistics- Identify variances and correct
Feedback from clients- Focus groups, surveys, chat sessions,
surveys- Detect obstacles and take steps
© University of PretoriaAca
dem
ic Info
rmati
on S
erv
ice
© University of Pretoria
Business exist
Create customer value =
SustainabilitySustainability
Aca
dem
ic Info
rmati
on S
erv
ice
© University of Pretoria
Customer focus
The evolution of marketingThe evolution of marketing
Mass Markets
Relationships
Aca
dem
ic Info
rmati
on S
erv
ice
Paradigm shiftParadigm shift
© University of Pretoria
RelationshipsOne way
Aca
dem
ic Info
rmati
on S
erv
ice
39
Aca
dem
ic Info
rmati
on S
erv
ice
Five levels of relationship marketingFive levels of relationship marketing
1 Basic Marketing
2
Accountable marketing
Reactive marketing
3
4 Pro-active marketing
5 Partnership marketing
© University of Pretoria
40
Partnership marketingPartnership marketingA
cadem
ic Info
rmati
on S
erv
ice
Partnership marketing comprises activities during which the Company (Elsevier) and the
customer (Library and End users) collaborate to discover ways to
perform better and to co-create value
© University of Pretoria
41© University of Pretoria
Marketing activitiesA
cadem
ic Info
rmati
on S
erv
ice
ScienceDirect user guides to staff
One-on-one training of staff
Content pages
Weekly hints and web research guides
ScienceDirect splash
Self-help training programme
SD Connect and Library Connect
In the pipeline
42
43
44
45
46
47
0
5000
10000
15000
20000
2002 3386 7247 8645 8944 8754 6072 8053 9891 7624
2003 7682 14249 18411 15413 16688 16696 18132 19836 15888
Jan Feb March April May June July Aug Ave
ScienceDirect articles downloaded 2002/2003
Aca
dem
ic Info
rmati
on S
erv
ice
© University of Pretoria
Value netValue netAuthors
Sponsors
ValueValue
Publishers/ Vendors
TechnologistsLibrarians
Consortium
End user
© University of PretoriaAca
dem
ic Info
rmati
on S
erv
ice
49
Aca
dem
ic Info
rmati
on S
erv
ice
Characteristics of a value netCharacteristics of a value net
All the role players collaborate and interact regularly to co-produce value
Value is created for all its participants
It is focused on the end user and his/her needs
It is built on relationships
It is non-linear
Participants operate within a collaborative, digitally linked network
© University of Pretoria
50
Aca
dem
ic Info
rmati
on S
erv
iceEnd user needsEnd user needs
Value added by Library Needs Value added by Elsevier
• Subscription • Rights management
Access: 24/7, anywhere • Web access
• Training
• Human interface
Easy to use • Intuitive interface
• Manuals, tutorials• External and internal
linking
• Customisation
• Alerts
Useful end results • Reputable content
• Personalisation
• Integration in coursework
• Available at point of need
Just-in-time information
• Pre-publication
• Library web
• Portal
Help against information overload
• Customisation, eg subject specific portals
• Personalisation
© University of Pretoria
51
Library needsLibrary needsValue added by
ConsortiumNeeds Value added by Elsevier
Quality information • Peer review
• Editing
• Negotiation Sustainability of subscription
• Affordable pricing model
• Partnership marketing
Convenient access • 24/7 web access
• On and off campus
• Unlimited access
User friendly system • Intuitive interface
• Manuals, tutorials, help• Robust
Systems integration • External linking
Continuous development • Infrastructure and technology development
• R&D
Management information • Usage reports
Aca
dem
ic Info
rmati
on S
erv
ice
© University of Pretoria
52
Publisher/Vendor needsPublisher/Vendor needs
Value added by Library Needs Value added by End Users
• Funding Return on Investment • Increased usage
• Funding
• Develop lifelong users
• Change management
• Promotion
Market growth and sustainability
• Contribute to content
• Local CRM
• Communication channel
Access to end users
• Info literacy and product specific training
• Provide IT infrastructure
• Integration into work processes of end users
• Local web interfaces
• Rights management
Become part of information
environment and a preferred product
• Integration into work processes of end users
• Knowledge of the end user Feedback for product enhancement and
development
• Identify attributes/benefits to increase the effectiveness oftheir market offer to target customers
Aca
dem
ic Info
rmati
on S
erv
ice
© University of Pretoria
53© University of Pretoria
Thanks to the UPSD Marketing team who started
this journey with us last year!
Thanks prof Tinus for your advice and help!
Thanks Ria and Eleta for assistance with the
presentation!
Thanks Andre for the sound!
Thanks Elsevier for the opportunity to participate!
54© University of Pretoria
Enjoy the trip!Enjoy the trip!Enjoy the trip!
Music:Who pays the ferryman Yannis Markopoulos